Niche eyewear brand {rewind} by Patrizia Puliti and Paolo Corraddossi enjoys a growing network of highly rated independent optician stockists around the world. The collection embodies the essence of Italian craftsmanship, blending the nostalgia of iconic 90s frames with a modern and refined design and a dedicated focus on quality. Eyestylist asked co-founder and designer, Patrizia Puliti to explain her vision of the collection and its success at a relatively early stage in its evolution.
The current collection was launched at MIDO – what was your experience of the show and did you open in some new markets? I had the pleasure of participating in MIDO last February. As always, it was an extraordinary event that brought together professionals, companies, and innovators from around the world, offering a unique opportunity to exchange views on the latest trends in the eyewear industry. MIDO continues to be the benchmark event for all levels of the sector and represents a truly international showcase, giving smaller brands like {rewind} the chance to present themselves in a prestigious setting.
During the event, I had the opportunity to connect with companies from various countries, discovering different approaches to management, communication, and value propositions. Each encounter was a rich exchange of ideas, insights, and visions, helping me to better understand the needs of both emerging and established markets. In addition to Italy, {rewind} is already present in several European markets: Finland, Switzerland, and France have embraced the spirit and personality of the collection most strongly. However, interest is expanding: Greece, the Netherlands, the United Kingdom, and non-European countries such as the United States, Brazil, and some Middle Eastern regions have shown strong curiosity and potential.
{rewind} is a niche product that combines design and elegance. Interest in Italian design remains strong, and in many markets, “Made in Italy” continues to be synonymous with exclusivity. Above: Flashback by {rewind} features bold geometric lines and thick rims with bevelled edges; below: Countdown by {rewind} is characterised by a geometric shape with facets. “The colours are designed to remain timeless, effortlessly overcoming the passage of time…”
You have selected particular Mazzucchelli acetates in this collection and some very unique tones? What is your inspiration for the colour palette and the delicate tortoise tones included? Creative work doesn’t stop at shape: I dedicate great attention to the choice of patterns and colours, which must reflect the personality of each model. The acetates come from selected collections by Mazzucchelli, La/es, and Jimei, and are chosen only after thorough research.
I favour original and distinctive tones and shades, which are capable of giving each piece a unique identity while maintaining a coherent aesthetic that makes the collection recognizable and harmonious. I love working with havanas, enriching them with touches of colour that make them both classic and contemporary. This approach is highly appreciated by our clients and is applied to every model.
The model that best embodies this philosophy is Countdown, currently the most popular with the public. Its colour variations stand out thanks to a play of glossy and matt facets, handcrafted to make each piece unique and visually captivating.
Models like Flashback and Countdown are typical of the style of {rewind} – familiar shapes and yet slightly different from the norm. Can you comment on this singularity of style and how you have evolved it for the modern customer – what do you hope someone will experience when they put on one of your designs? The new models presented at MIDO are Flashback and Blackout. For the shapes, I started by studying eyewear from the 1990s, meticulously following the principle of originality and focusing 100% on {rewind}’s distinctive details.
All the models I create are born from a study of past shapes: I don’t like to make copies, but rather reinterpret details in a contemporary way, so that our audience can recognize themselves and find in each model a way to express their own personality.
Those who choose {rewind} seek authentic, comfortable eyewear that stands apart from fleeting trends. Because, as we know, adhering to mass models is inherently alienating: the true secret lies in building one’s own identity without ever giving in to standardization.
The collection is cross-generational and appeals to a wide age range: from younger women, who find an authentic expression of individuality in models like Deja Vu and Double Life, to more mature individuals, who rediscover memories of the past in models like Sensitive and Sliding Doors. Even a confident woman with a bold look can identify with the Looper model — a shape that might traditionally be described as “masculine,” but which is actually very popular with female customers. Each model carries a carefully chosen name, intertwining the themes of “time” and “memory” into a narrative that continues to live through those who wear them.
How would you describe the DNA of your brand ? We know you have some important retailer ‘fans’ in Italy; what is it they enjoy about your designs, is it particularly the wearability of the shapes and colours or something else they comment on that makes them particularly unique and desirable at this time? Every pair of {rewind} glasses is much more than just an accessory: it is a personal journey through time, a conscious choice of style and identity. The model names are never random: they speak of time, memory, lives that flow, intertwine, and are rediscovered. With {rewind}, we don’t chase the future: we build it, bringing along everything worth remembering. Because true modernity is born from a respect for our roots. And authenticity is timeless. Each model is much more than just a pair of glasses: it is a testament to a journey I have undertaken and that continues to evolve.
Have you always been into eyewear? What do you think are the secret advantages of having worked as a distributor in eyewear before turning your hand to the creative work itself? Over more than thirty years, I have seen the industry change and trends come and go, but I have always held firm to one conviction: authenticity is the key. It’s not about chasing fleeting fashions, but about building something that endures, that adapts to those who wear it without ever losing its essence or becoming a mere copy of something already seen.
Before creating the brand, I had the opportunity to travel extensively in my role as a distributor, even abroad, and this sparked in me the desire to create something different. Each model I design is a reflection of myself, of my experiences, and of what I deeply believe: that eyewear should tell a story — *your* story. {rewind} is a collection created for those who aren’t satisfied with simply appearing, but who seek a style that speaks of themselves. Every detail, every shape is the result of years of study, research, and passion, but above all, of an intuition always guided by the desire to offer wearers a chance to express their uniqueness. It’s not just about design, but about the emotion each piece of eyewear can evoke, the energy it transmits. My experience has taught me that nothing lasting can be created without passion, and {rewind} is the result of that passion. Each new model is a step forward in this quest for balance between past and future, between tradition and innovation — a step that allows me to continue telling, through eyewear, the stories that define us.
{rewind} Eyewear is available at independent opticians including I Visionari in Florence (Italy), Centro Ottico Bastia, Veneto (Italy), DM Optics, Barcelona (Spain) and Les Createurs d’Opta, Paris (France).
For more information visit www.rewindeyewear.com